Why Sales Training Has To Be More Than Just Teaching Salespeople What To Say

By Robert Estupinian

Most people  love to buy, but hate to be sold. Today, many customers are seeking an experience when they buy and that means an uplifting one at that. Organizations that are succeeding in this economy know that creating a defining experience for the customer is important to repeat and profitable business. However, at times businesses have the tendency to miss the mark by trying a “one-size fits all” approach in training their salespeople and end up pushing away their customers.

Recently, I encountered a poorly planned and executed strategy that was designed to create a positive experience when I visited my  local bank branch.  Immediately upon entering the bank I was abruptly approached by a bank personnel.  She immediately asked me , “What brought me to the bank today”. The way that the message was conveyed was rather intrusive although I am sure that she did not intend to be so.  Her stance and demeanor made it appear as if she was asking me , “why are you here, don’t you have some place to go?”.  I thought I have some fun with her and simply replied  that I was there to loiter about.   She had no idea of what I was talking about and decided to go ask her manager about my comment.  

The manager began to laugh and came over to talk to me while I was completing my banking transaction. He began to tell me that the bank had required all branches to have a person stand right buy the door and welcome clients as they walked in. The purpose of asking the question was simply to help customers get to where they need to go.  He told me that in large branches there are often so many people coming in and out, and the space is so large that customers get lost and often feel overwhelmed.  So management came up with the idea of the” greeter” similar to the Wal-Mart approach.

Now the silly thing about this explanation is that this is a small branch with very limited traffic. In fact it is virtually impossible to wonder around due to the size of the branch.  The branch manager went on to tell me that the words the representative had used were exactly what was mandated by upper management. The objective was for the bank personnel to avoid sounding insincere by asking, “how are you doing today”?  Instead they came up with the question, “what brings you in today”. 

As you can see this is not a bad concept , but it does illustrate how not all approaches will work in all settings or with all personnel.   There is no such thing as a magic words that will increase the buying behavior of customers. Yet, many managers and salespeople are often looking for those series of words that will hypnotize the customer into buying their products or services.  

Even today I have come across many sales training programs that teach and require the participants to  memorize a series of “magic” words.   For example, some of these sales training programs have been teaching for years that when the customer asks a question always respond with a question:

Customer: Does this widget come in red?

Salesperson: Is it important to you that it come in red?

 

As you can imagine these types of techniques are perceived as manipulative and do not help in developing any lasting relationship with the customer.  If anything customers will begin to avoid the establishment and the salesperson.  

 

There is an alternative way to teach selling techniques that take into account the strengths of the salesperson and focus on a consultative approach.  The programs that I teach focus on understanding and developing   the life time value of the customer rather than just achieving a single sale.  

 

Especially in our current economic environment no business can afford to churn and burn customers. More than ever  businesses need to develop raving fans who will not repeatedly buy, but will also tell their family and friends  about their positive experience.

 

Please feel free to contact me for more information regarding sales and staff training programs that focus on creating memorable experiences for your clients.